As outlined in the article / interview, Blippar faces the usual challenge of widespread adoption that any new technology must overcome. In their case, part of that challenge includes persuading large numbers of people to download the requisite app to their phone.

But there are a couple of other significant hurdles that I foresee. For example, while QR Codes are ugly, their presence on a print piece or elsewhere is immediately obvious. How does the consumer know they are seeing an ad that is Blippar-enhanced and is thus signaled that he/she should pull out their smart phone for an enhanced experience?

Also, the applications shown in the demo video will require large budgets and high talent levels to pull off. One thing I like about QR Codes is that they just present simple data or direct the viewer to a landing page which can be easily and/or inexpensively produced, making them more applicable to small and medium-sized businesses of the kind that I support.

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